Digital Marketing

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The Digital Marketing major equips students with the skills and knowledge to succeed in a variety of careers within the marketing field. At is core, the program focuses on understanding the needs of potential customers and developing innovative strategies to meet those needs. Throughout their studies, students will develop both specialized skills in areas like promotion, social media, and sales, and broader strategic skills in integrating these elements into an organization’s overall marketing strategy. This blend of practical and strategic skills prepares graduates for success in a variety of marketing-related roles.

The Digital Marketing major focuses on the development of a set of engagement skills related to content creating, social media, and digital advertising. Throughout the program, students will have the opportunity to earn three industry-recognized certifications from HubSpot and Google, enhancing their professional credentials.

Digital Marketing is a hybrid program that combines both in-person and online learning experiences. While the majority of the coursework is completed on-campus, the digital marketing courses are delivered exclusively online with industry professionals.

Note: Students who choose to declare a Digital Marketing major must have a cumulative GPA of 2.0 or above. All prerequisite courses must be completed with a grade of ‘C’ or above.

Students seeking to complete more than one major in the Business Department must complete a minimum of 24 additional hours of new content beyond the first major. Each minor in the Business Department requires a minimum of16 additional hours of new content beyond the requirements of the declared majors in the department. 

Majors & Programs

Courses

DM 360: Introduction to Digital Marketing

Digital Marketing is a dynamic field with many different channels, each targeting unique audiences using specific analytics tools and strategies. This course uses case studies and hands-on exploration to survey these channels and trends, introducing key marketing concepts and how they connect to business and sales goals. Students will practice using real-world digital marketing tools and create strategy plans based on research and analysis of successful campaigns.  This course is only offered online and is part of a consortium agreement.

DM 380: Social Media Marketing, Brand Awareness, and Engagement

The average consumer spends 2.5 hours per day on social media sites. This course explores how to effectively use social media to move those consumers to action. In order to be a successful marketer, you must be able to plan a campaign that aligns with strategic goals, execute using the appropriate channels and tactics, and measure the success or failure of your efforts. By the end of this course, you will learn how to do just that. This course is only offered online and is part of a consortium agreement.

DM 390: Lifecyle and Email Marketing

Lifecycle marketing is essential for businesses to maintain continuous engagement with customers by tailoring content to their specific stages. Emails are crucial for creating direct, personalized communication that varies by lifecycle stage. In this course, you’ll learn to craft successful email campaigns within lifecycle marketing plans. By the end, you’ll build a marketing campaign that drives customers to take desired actions based on their lifecycle stage. This course is only offered online and is part of a consortium agreement.

DM 400: Digital Marketing Analytics and Experimentation

Marketing professionals today have access to incredible amounts of data. The ability to use this data is what differentiates successful marketing efforts from failed ones. In this course, you'll learn to design experiments that rigorously test various marketing decisions, analyze digital customer behavior data using a variety of tools, and leverage data to refine marketing strategies and improve customer acquisition. This course is only offered online and is part of a consortium agreement.

DM 421: Career Navigation and Exploration in Digital Marketing

This course will help you find a job in Digital Marketing upon graduation. Not just any job; one that meets your personal and financial needs and makes you excited about the future. In this course, you’ll explore career paths in Digital Marketing, potential salary outcomes, and different roles. Then, you’ll pick target jobs and opportunities that are the best fit for you and make a clear plan of action toward securing them. This course is only offered online and is offered through a course-sharing consortium agreement. Prerequisite: DM 200 and declared Digital Marketing Major.